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Over the past decade, the rapid development of the internet has changed the business scope of many industrial sectors, including the tourism sector. The existence of the internet eases young travelers to choose tourist destinations, accommodation, and transportation that are used through Online Travel Agents (OTAs). Trust and price factors are two important things that are often taken into consideration by young consumers in evaluating purchases through OTA. Using survey techniques, this study aims to examine the factors that influence the purchase intention of young consumers toward OTA. Research data obtained from 256 teenage respondents and then processed using Structural Equation Modeling (SEM). The results of the analysis show that the purchase intention of young consumers towards OTA is influenced by perceived trust and perceived price through mediating perceived value of consumers. The level of consumer perception towards prices and trust in the OTA does not directly affect the consumer purchase intention.

Redrawing the future of travel agent: examining the existence of online travel agents among young consumers